Category Creation

Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster growth, higher valuations, and dominant market positions.This book is an exclusive look into the "human first" marketing playbook of some of the best brands in B2B, written for a new generation of entrepreneurs and marketers in companies of all sizes and stages of maturity. The book will document the rise, fall and return of B2B brand marketing, offer ten principles to building a modern B2B brand, and prove the value of brand marketing on shareholder outcomes.

Salesforce, Hubspot, Gainsight si alte marci de tehnologie au initiat un nou joc de marketing si branding axat pe servirea oamenilor * din spatele * companiilor carora le vand. Au construit companii si comunitati care definesc categoriile (si, in unele cazuri, creeaza categorii), ceea ce a dus la o crestere mai rapida, la evaluari mai mari si la pozitii dominante pe piata. cele mai bune marci in B2B, scrise pentru o noua generatie de antreprenori si marketing in companii de toate dimensiunile si etapele de maturitate.